ColumnistsAug 19, 2025
Peter Smith: The Arrival Fallacy and Jewelry RetailColumnistsAug 26, 2025
Back to School, Back to Style: Why August is Prime Time for Self-Gifting
In his latest column, Emmanuel Raheb shares tips for encouraging customers to treat themselves to new jewelry.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
August is an in-between month.
Vacations are winding down. Kids are heading back to school. College students are packing up to move to campus. Working professionals are bracing for the fourth-quarter push at their companies.
It's the month that marks one of the most dramatic shifts of the year.
But, while many jewelers write off this time of year as “slow,” there’s a golden opportunity hiding in plain sight.
Some of your most valuable customers are buying for someone they know better than anyone else—themselves. And, August is the perfect time to target these self-gifting purchases.
Summer is winding down and the days are getting shorter. Routines are returning. And after months of focusing on everyone else, people are ready to put themselves back on the priority list.
For college students, it’s a chance to show off a new look on campus. For you and your co-workers, it's an opportunity to get noticed at the office. For busy moms, it’s finally a moment of peace when they get their time back during the day for themselves.
Here’s how you make August count and make the "slowest" time of the year your busiest one yet!
First, get your sales and marketing team aligned with your new strategy. Train them to recognize when a customer is shopping for themselves either online or at your store. It’s often subtle.
A passing comment like, “This would look great on me,” or “I’ve been eyeing this piece,” or “I love this style,” is your cue.
Lean in. Ask them why. Encourage them to talk, then listen. Let them know they deserve it.
That little emotional nudge can be enough for them to talk themselves into the sale. Your best salesperson could be your own customer.
Related stories will be right here …
Vacations are winding down. Kids are heading back to school. College students are packing up to move to campus. Working professionals are bracing for the fourth-quarter push at their companies.
It's the month that marks one of the most dramatic shifts of the year.
But, while many jewelers write off this time of year as “slow,” there’s a golden opportunity hiding in plain sight.
Some of your most valuable customers are buying for someone they know better than anyone else—themselves. And, August is the perfect time to target these self-gifting purchases.
Summer is winding down and the days are getting shorter. Routines are returning. And after months of focusing on everyone else, people are ready to put themselves back on the priority list.
For college students, it’s a chance to show off a new look on campus. For you and your co-workers, it's an opportunity to get noticed at the office. For busy moms, it’s finally a moment of peace when they get their time back during the day for themselves.
Here’s how you make August count and make the "slowest" time of the year your busiest one yet!
First, get your sales and marketing team aligned with your new strategy. Train them to recognize when a customer is shopping for themselves either online or at your store. It’s often subtle.
A passing comment like, “This would look great on me,” or “I’ve been eyeing this piece,” or “I love this style,” is your cue.
Lean in. Ask them why. Encourage them to talk, then listen. Let them know they deserve it.
That little emotional nudge can be enough for them to talk themselves into the sale. Your best salesperson could be your own customer.
Next, shift the story you’re telling across all your digital marketing.
Don’t let your homepage sit static. Update your messaging with something seasonal and fresh such as a banner that says: “Back to School, Back to Style,” “Turn Heads at the Office,” or even something as direct as “Go Ahead, Reward Yourself.”
On your website, highlight pieces that are on-trend and in-style. You want jewelry that speaks to reinvention and personal expression. That's what this month is all about.
Think large hoops that elevate an outfit, a bold ring that marks a new start, or a pendant that feels like a personal mantra such as a zodiac sign, birthstone, evil eye, or other symbol.
You want your product pages to do more than just display the price and details. Show how that piece fits into someone’s life, not just their jewelry box.
Now, improve your email marketing. Don’t just blast your whole list with the same generic message. Segment your campaigns. Identify past customers who’ve purchased before. Talk to them directly.
Use powerful subject lines like: “Start the season with something just for you.” or "Go ahead, you deserve it.” Grab people’s attention via their inbox.
In all your emails, you want to curate collections that feel handpicked -- not cluttered. And always include a reason to act now: limited-time bonuses, a free gift with purchase, or lifetime free jewelry cleanings. Urgency sells. Act now.
For your social media, it should feel personal. Skip the stock images. Share quick videos of your staff talking about what they’ve gifted themselves and why. Post photos of real customers wearing your jewelry and how it made them feel. Tell personal stories and don't worry if it's not perfect. Authenticity sells.
Remind people that self-gifting isn’t selfish. It’s powerful. It’s energizing. It’s a reset. And, yes they deserve it. Everything you do in your digital marketing should be framed this way.
People crave rewards. Right now, your customer is waiting for a reason to buy from you. All you need to do is give them one.
You can turn a seasonal lull into your most surprising sales spike yet. August doesn’t have to be your slowest marketing month. It can be your smartest.
To learn more about Smart Age Solutions and its tools for jewelry marketing, visit its website or email at info@smartagesolutions.com.
Editors' Picks
Sponsored by
More on Columnists
The Latest
AuctionsJun 18, 2026
Paraíba Tourmalines Sell for $3.4M at Sotheby'sThe recent high jewelry auction, which also featured the sale of a 10-carat blue diamond, was “a celebration of color.”
CollectionsJun 18, 2026
Michelle Obama Wears Almasika Earrings Symbolizing Feminine PowerShe wore the “Le Cauri Endiamanté” earrings, our Piece of the Week, in the Obamas’ first dual portrait for the Obama Presidential Center.
PodcastsJun 17, 2026
Episode 6: Las Vegas 2026-Trends, Traffic, Broken BathroomsCouture’s Michelle Orman joins Amanda Gizzi and Michelle Graff for this special post-Market Week episode of My Next Question.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
GradingJun 17, 2026
SSEF Issues Warning on Refilled EmeraldsThe lab is seeing emeralds with filler added post-testing enter the market, accompanied by reports that indicate little to no treatment.
Weekly QuizJun 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesJun 17, 2026
Patek Philippe’s ‘Visionary’ Leader Philippe Stern Dies at 88 The third generation of the Stern family to head Patek Philippe, he navigated the “quartz crisis” and preserved the brand’s independence.
MajorsJun 17, 2026
James Avery to Revamp In-Store Retail ExperienceThe Texas-based jeweler is gradually rolling out a new experience-forward layout in its stores.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
MajorsJun 17, 2026
Seahawks’ Super Bowl Ring Blends Meaningful Design, Technical CraftsmanshipThe Super Bowl LX champions were honored with diamond and blue sapphire rings by Jason of Beverly Hills.
Policies & IssuesJun 17, 2026
Community for Ethical Jewelry Names New Executive DirectorMarianna Smirnova previously spent a decade working with the Responsible Minerals Initiative, in addition to other relevant roles.
MajorsJun 16, 2026
5 Things to Know About the 2026 NBA Championship TrophyThe New York Knicks took home the Larry O'Brien Trophy crafted by Tiffany & Co.
TrendsJun 16, 2026
Post-Vegas Jewelry Trend Report: Big Beads, Western Flair, White MetalsAssociate Editor Natalie Francisco lists the trends she spotted during Jewelry Market Week that will dominate the second half of 2026.
SourcingJun 16, 2026
GemGuide Updates Ruby PricesIts app now reflects increased prices for Mozambique ruby, as well as changes to its Burma ruby charts.
MajorsJun 16, 2026
Sasha Primak Hires New Design DirectorThe manufacturer has tapped Alicia Arnold, the former director of custom design at Tiny Jewel Box.
IndependentsJun 15, 2026
DeBoulle Diamond & Jewelry to Renovate Dallas FlagshipThe revamped, elevated space will feature a two-story Patek Philippe atelier and a rooftop patio for parties.
WatchesJun 15, 2026
G-Shock, Coca-Cola Partner on Bottle-Inspired WatchThe special-edition piece marks the 140th anniversary of the iconic beverage brand.
TrendsJun 15, 2026
Amanda’s Style File: Tiny Charms Are TrendingHere are 13 small charms to inspire your layered looks this summer.
AuctionsJun 12, 2026
16th-Century ‘Hogback’ Diamond Ring Going Up for Auction in LondonFound by a metal detectorist, the ring likely belonged to a wealthy, possibly royal, owner, said Noonans.
CollectionsJun 12, 2026
Chouette Designs To Launch Collection Celebrating All Types of LoveOur Pride Month Piece of the Week, the “Margaux” ring, is part of the wife-and-wife team’s new “Lovestoned” collection.
Events & AwardsJun 12, 2026
CBG Announces Plans for Phoenix ShowThe group has named the keynote speaker and announced a new pavilion for its next event, which is slated for September.
EditorsJun 11, 2026
This Was the Best Animal Jewelry in Las Vegas From lions and hippos to snails and fish, Senior Editor Lenore Fedow wrangles her picks for cutest jewelry critters in Las Vegas.
SourcingJun 11, 2026
Grandview Klein, London Jewelers Partner To Cut 63-Carat RoughThe big stone will be fashioned into a 20.26-carat diamond in celebration of the retailer’s 100th anniversary this year.
MajorsJun 11, 2026
Former Cartier Creative Director To Head Chanel’s Jewelry Creation StudioMarie-Laure Cérède will join Chanel as the new director of its jewelry creation studio, starting in October.
Lab-GrownJun 11, 2026
Smiling Rocks’ ‘Wish Jar’ Generates 100+ Wishes in Las Vegas At the JCK show, the lab-grown diamond brand teamed up with Jewelers for Children to support Make-A-Wish India.
SourcingJun 11, 2026
Signet Jewelers Exec Joins Diamonds Do Good BoardIlana McCabe is Signet’s vice president of public relations and brand communications.
AuctionsJun 10, 2026
31.62-Carat ‘Azure Blue’ Diamond Sells For $8M+ at Christie’sIt was a banner day for blue gemstones, with another blue diamond topping $8 million and a 41-carat sapphire going for $2.3 million.
MajorsJun 10, 2026
Saks Global Receives Bankruptcy Court Approval for ReorganizationThe approval means the retailer is on track to exit bankruptcy proceedings this summer.
